Practice question · Sort into groups
Sort each adopter description into Rogers’ categories.
Groups: Innovators / early adopters · Early / late majority · Laggards
- Tries beta versions and reports bugs for fun
- Buys once colleagues confirm it works
- Queues overnight for the first release
- Adopts only when the old option is discontinued
- Waits for the price to fall and standards to settle
Hints
- Each category is convinced by something different.
- Novelty, peer evidence, and having no alternative are the three motives.
Show the answer
Innovators / early adopters: Queues overnight for the first release, Tries beta versions and reports bugs for fun
Early / late majority: Buys once colleagues confirm it works, Waits for the price to fall and standards to settle
Laggards: Adopts only when the old option is discontinued
Why
The categories differ by what convinces them: novelty, peer proof, or no alternative. Marketing to all three with one message is the classic diffusion mistake.
Practise Social Change and Environment
The app has 6 more questions on this lesson, and keeps your place in the course. Business I is free to start.
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